𝐏𝐫𝐨 𝐓𝐢𝐩 𝐟𝐨𝐫 𝐄-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐁𝐫𝐚𝐧𝐝𝐬 𝐔𝐬𝐢𝐧𝐠 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬:
Anticipating a spike in conversion rates during Black Friday/Cyber Monday? Consider using "Seasonal Bid Adjustments" to help the algorithm adapt smoothly.
Seasonality adjustments are an 𝘢𝘥𝘷𝘢𝘯𝘤𝘦𝘥 𝘵𝘰𝘰𝘭 that helps Smart Bidding account for predicted changes in conversion rates during special events like sales or promotions. Here’s how to use them effectively:
- Only apply seasonality adjustments if you anticipate 𝐬𝐢𝐠𝐧𝐢𝐟𝐢𝐜𝐚𝐧𝐭 𝐜𝐡𝐚𝐧𝐠𝐞𝐬, as Smart Bidding already accounts for regular seasonal trends.
- They work best for 𝐬𝐡𝐨𝐫𝐭-𝐭𝐞𝐫𝐦 𝐞𝐯𝐞𝐧𝐭𝐬, typically lasting 1–7 days.
- 𝐀𝐯𝐨𝐢𝐝 using them for longer periods (over 14 days), as they may be less effective.
- Currently, seasonality adjustments are available for Search, Shopping, and Display campaigns using Target ROAS and Target CPA bid strategies, as well as Performance Max and App (beta) campaigns across all bid strategies.
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